Constant reinvention is the way for brands who want to stay relevant
6 Jan 2026
Consumers have a strong appetite for novelty, yet they fear the disappointment of trying something a bit too far from their comfort zone. According to our global survey, 67% of consumers enjoy trying foods in new formats, which explains why familiar favourites are being resized, reshaped and reinterpreted. They offer something recognisable yet completely new. Novelty without danger, because there’s comfort in a known flavor, trust in a well loved brand and just enough excitement in a new form factor to spark curiosity.
Format innovation as a game changer
We predict a 33% rise in the memorable experience trend over the coming year, reflecting a consumer appetite for treats that stand out in creativity and originality, such as unique textures and formats. This pushes brands to adapt their icons for new occasions and new product categories. A snack might become a bite sized treat, a spread might evolve into a frozen dessert or a bar might reappear as a cookie. Repackaging a product in a new format works as a shortcut for delivering surprise. Brands don’t have to take the risk of inventing an entirely new product, while leveraging a loved dessert helps them to win in a saturated market.
New occasions reshape consumer expectations
A lot of format innovations are driven by shifting consumer needs. Busy lives, smaller households and convenience driven shopping drive the demand for flexible formats. That shift calls for go items, single serve product sizes, drinkable treats and ready to bake products, to name just a few. Brands can stay relevant by meeting these micro occasions throughout the day. Think of how the high protein, low sugar Snickers bar positions itself as an after workout snack, creating a new moment for the brand to connect with fans.
Gen Alpha pushes the transformation further
Younger consumers, such as Gen Alpha, expect brands to reinvent themselves continually. Research shows that their long-term loyalty relies on authenticity and innovation. Heritage alone is not enough. Brands like KitKat and Nutella remain culturally relevant because they combine their iconic identity with ongoing flavor and format experimentation. Brands that perform best with Gen Alpha build loyalty through consistent reinvention rather than releasing a stream of one off novelties.
Familiar favourites, reimagined
Across bakery, patisserie and chocolate, loved brands are already expanding into fresh territories.
Lotus Biscoff chocolate bars
The Belgian Lotus Biscoff cookies – known for their signature caramelized taste – achieved their icon status as a coffee accompaniment, but now the cookie is becoming almost as much a flavor as a format. Lotus Biscoff has evolved into formats that span from sandwich cookies and spread to ice creams and now chocolate bars. The collaboration between Mondelēz International and Lotus Bakeries merges Côte d'Or, Cadbury and Milka with Biscoff’s crunchy caramelised taste. This collaboration should strengthen consumers’ already enduring loyalty to the iconic brands, according to Mondelez CEO Dirk Van de Put.
Quality Street Toffee Penny dessert
Nestlé UK released a chilled dessert with the smooth, creamy flavour of their toffee penny, which can be found in a gold wrapper in the well-known and well-loved Quality Street confectionary tin. The release in October 2025 was meant to tap into consumer demand for “nostalgic favorites and seasonal indulgence” as the Quality Street sweets are a Christmas period essential in many households. “We’re delighted to … [give] shoppers an exciting new way to enjoy a Quality Street favourite in a format that’s perfect for the festive season and beyond”, said Lisa Chevalier, brand manager at Lactalis Nestlé Chilled Dairy UK. This shows how a right innovation can take a product from a seasonal icon to a year round constant.
Nutella ice cream
“We are opening a new premium space in frozen treats that delights consumers, strengthens the frozen aisle, and drives incremental sales”, says Wells Enterprises Chief Marketing Officer Isabella Chia on the launch of Nutella Ice Cream. The classic hazelnut spread is translated into two new frozen treats: ice cream cones and pints that feature actual swirls of Nutella. The global love of Nutella is used to win in entirely new categories.
Baileys chocolate nuts
Baileys, known for its creamy Irish liqueur profile, has successfully ventured from the alcoholic beverages category into confectionery and desserts. The chocolate and vanilla aromas of Baileys pair well with sweet treats, and the indulgent associations of an alcoholic beverage elevate each application of Baileys to a new category. The brand has an active strategy to grow its presence in the year-round snacking category, which recently brought about Baileys Chocolate nuts, such as peanuts & cashews and almonds. Their expansion shows how a brand can gradually stretch into distant categories, simply by going step by step.
How to act on this trend
Brands that want to keep fans engaged will have to keep innovating and thus expanding into new formats. To this, it helps to identify what your brand is most loved for in taste and texture and then explore which formats could amplify them. Venturing into adjacent categories lowers the risk of your product launch, so from a candy bar to a chocolate or from a pastry to an ice cream. Target your new product to a specific occasion, such as breakfast, late night snack or on the go indulgence. And most importantly: don’t forget to give plenty of familiar cues that make your treat feel comforting, yet new.
Branching out or hyperspecializing?
While global brands are expanding into ever more categories, we see an opposite move at artisanal bakeries and patisseries, where mono-product concepts are flourishing. What makes these hyperspecialized outlets focusing on a single item so incredibly appealing?
